The Doctoral Program in Management Science at Universitas Tarumanagara (Untar) held an open doctoral defense at Untar Campus I on Tuesday (02/06/2026). During the session, Manuntun Sitinjak officially earned the Doctor of Management Science degree as the 25th graduate of Untar’s Doctoral Program in Management Science, graduating with the distinction of “Very Satisfactory.”
Manuntun, who currently serves as President Director of a Multi-Level Marketing (MLM) company, defended his dissertation entitled “Optimization of Artificial Intelligence in the Digital Transformation of Member Development in Multi-Level Marketing: A Study on the Implementation of ChatGPT and Meta AI.”
The dissertation examines the use of artificial intelligence, particularly ChatGPT and Meta AI, in improving the effectiveness of member development in MLM businesses. The study was motivated by several challenges in member development, including low system duplication, limited member engagement, and uneven scalability of development programs across regions.
Using a qualitative case study approach in the Miora community, Manuntun analyzed how AI can support training, coaching, mentoring, and duplication processes. The findings show that the integration of ChatGPT and Meta AI can accelerate access to information, enhance members’ self-directed learning, support the standardization of development programs, and reduce leaders’ repetitive workload in mentoring activities.
The study also formulates an AI-based strategy model for optimizing MLM member development through the FIEI Circle, consisting of familiarization, implementation, evaluation, and improvement. This model positions AI not as a replacement for human roles, but as a supporting tool that strengthens collaboration among leaders, members, technology, and digital development systems.
Manuntun hopes that his research can serve as a reference for network business practitioners in optimizing the use of AI in an adaptive, ethical, and sustainable manner. He also hopes the study can contribute to the development of management science, particularly in the areas of digital transformation, human resource development, and the use of AI in network-based business ecosystems. (JAT)